When you’re waiting in the check-out lane at your local grocery, look around. Who else is shopping there? This breakout session takes us down the grocery aisles for a different purpose than the extreme couponing television show. Who are those consumers rolling their carts past the frozen foods? Why did they choose this grocery store? Using an ethnographic approach, we identify shoppers in a major metropolitan area, explaining their age, ethnicity, income, and social subgroups. Attendees will learn how this qualitative methodology can lead to important research questions about audience intent.